602 - Chatting to Tall Boys Beer Market

As part of my research for my COP module, I found aI found a very useful article online which questioned actual heavyweights from the craft beer industry about their opinions on the direction of the industry, etc.
(https://idesigni.co.uk/blog/best-craft-beer-label-design/)

I took the questions asked, and then each of their answers and summarised this for my own use within my own primary research, with the idea that I could compare their answers with that of the general public as well as specialists/connoisseurs who work in Leeds too.

I began developing them for the broader audience I would be questioning

- I started by asking what normal people identify as craft beer, just to ensure everyone understands the context and we can gather actual outsiders opinions on the matter too

- I also changed the wording of the last question so it was more suitable for everyone, making people consider how they would initially decide between beer - taste or aesthetic? - rather than which they think is more important...

1. What do you identify as craft beer?
2. How do you think design has played a roll in the recent boom in craft beer?
3. What makes a good beer label design?
4. What comes first when deciding between brands for you? Taste or aesthetic?

General Consensus from asking the general public:

- I spoke to a mixture of creatives in Leeds city centre (on Parkinsons Steps, by Millenium Square, in Trinity and by the Call Exchange/Market) from undergrads & professionals to other industry professionals (and recent-grads) so my sample was not biased / not all from a design background.

1. What do you identify as craft beer?

• “Fancy Beer”
• Individual and unique beer - not commercial
• Homemade / hand crafted 
• Special / high-end and more expensive

2. How do you think design has played a roll in the recent boom in craft beer?

• More modern
• Eye-catching, bold designs scream luxury compared to that of Carling, Stella, etc
• Has to stand out on the shelf vs all the other options

3. What makes a good beer label design?

• Legibility 
• Combinations of Imagery and Type which create the ‘scene’ and ‘mood’ of the beer on the label
• Bold colours, something which jumps off the shelf at you

4. What comes first when deciding between brands for you? Taste or aesthetic?

• Price is a factor
• Aesthetics and price - Appealing yet affordable
• Its about experimentation and trying new flavours so sometimes it is nice to let the visuals be the decider. 

This reflects how craft is now generally accepted by all and people understand how it has changed the beer industry, however upon my question of which factor comes first when deciding between beer brands it was made clear how for some, price was the largest factor closely followed by aesthetic - people want something appealing yet affordable. 

But the larger percentage of my sample who were craft drinkers yet saw price as no object (this is suggestive of the audiences surrounding craft) did point out how for most it is all about experimentation and trying new flavours, so sometimes it is nice to let the visuals be the decider. 

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Cody from Tall Boys Beer Market in Leeds 

To take this research a step further I decided to take it to Tall Boys Beer Market in Leeds - a specialist craft beer supplier/shop where they can suggest or order in any beer you may want or need.
Talking to Cody, a self-branded beer connoisseur and enthusiast, gave me a good experience of what actually getting out and amongst it to find your research actually felt like. I was able to hold myself in a professional yet casual conversational manor to gather the responses needed in a calm and efficient way.

1. What identifies as craft beer?

• Don't necessarily use the term craft - puts a timeframe/constraint on it
• It is typically good, considered beer

2. How do you think design has played a roll in the recent boom in craft beer?

• Provides strong identity for the brewer; they can tell their story; they want it to look good, feel artisan and fit into the newer, bolder market.

3. What makes a good beer label design?

• Depends on the taste of the beer and allowing it to reflect on and tell a story about the beer

4. What comes first when deciding between brands for you? Taste or aesthetic?

• All about the flavour

5. But, do you think some people do decide entirely on aesthetic?

• When you aren’t familiar with taste then you do rely on the aesthetic and the content provided on the bottle to entice you into buying it - it has to tell a story and reflect the specific vibe of the beer though
• This is where I would come in and help the consumer narrow down their choices and find a beer right for them.

It seems that what is driving the success in the craft beer industry, is that the product itself must work on two levels. While good design can be a huge factor in persuading people to buy a beer and connect them emotionally to a brewer, if the beer doesn’t taste right, then all is lost. Beer might still be king, but to conclude, the design of the label and packaging is still a key factor and technique in the rise of independent craft beer.